If we were forced to choose between Optimove and Clarion Gaming, we’d be screwed—because we can’t live without Optimove’s awesome CRM marketing solution or without Clarion Gaming’s cool network and brands. Hey sponsors, we see you, and we thank you.   Today’s guest is Isabelle Zanzer, a Regulatory Compliance Specialist and Sustainability Integrator with CompliancePlay, a regulatory consultancy firm for the iGaming industry.    Isabelle discusses her unique approach to compliance, focusing on solutions rather than simply saying no, and how her team works to help businesses thrive while meeting regulatory requirements.   In a nutshell:   * Jon and Fintan yabber on about Jon’s new persona, the so-called “seagull effect” (which relates to a boss coming in, making a lot of noise, sh!tting over everything, and leaving), and whether they should get Cobra Kai tattoos. .    * Isabelle shares her insights on "health washing," where companies pretend to act responsibly without addressing the core issues. She highlighted her research into this phenomenon within the gambling industry, discussing how gambling companies might be masking issues under the guise of responsible gambling.   * Isabelle shares insights from her ongoing PhD research on problem gambling in Ukraine during times of conflict, highlighting the impact of war on gambling behavior.    * Can self-regulation work effectively in the gambling industry? Isabelle argues for a balanced approach that includes open dialogue between operators and regulators.   * There’s a need for companies to adopt proactive measures to stay ahead of regulatory changes and maintain good standing within the industry.   Choice quotes:   * Fintan Costello on proactive compliance in the iGaming industry:“You travel to where the puck is going, not to where it is. You need to be scanning the regulatory landscape, looking ahead to what’s coming next.”   * Isabelle Zanzer: “In times of war, every recognized comorbidity for gambling is increased massively. There's so much stress and uncertainty; it’s like a super magnifier for gambling problems.”   * Isabelle Zanzer on working in compliance: “I always tell clients, I’m not your mom, I’m not your wife. I’m not going to be like, ‘you have to do this, you have to do that.’ [But we are] here to help you.”   * Jon Bruford on self-regulation in the iGaming industry: “No industry is going to unilaterally agree to make changes across the board that it doesn't have to.”   Thanks to Isabelle Zanzer for being on the show!    Connect with Isabelle: https://www.linkedin.com/in/isabelle-zanzer/    This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s astonishing.   The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.   Website: https://www.thegamblingfiles.com/   Subscribe on Apple Podcasts: https://apple.co/3A57jkR   Subscribe on Spotify: https://spoti.fi/4cs6ReF    Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast    Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/    Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/    Follow the podcast on LinkedIn: https://www.linkedin.com/company/the-gambling-files-podcast/    Sponsorship enquiries: https://www.thegamblingfiles.com/contact/    Get our newsletter: https://thegamblingfilestldr.substack.com/   This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

Fintan and Jon were this close to broadcasting from a cardboard box when Optimove and Clarion Gaming burst in with their sponsorships, amazing CRM marketing solution (Optimove), and awesome multi-platform network of live and digital brands (Clarion Gaming). They’re the real MVPs—Most Valuable Podcasters!    How is artificial intelligence currently being used in gambling? Also, in the future, what do we have to look forward to (and to fear)?    Your hosts spoke with two AI/gambling experts to get some answers. Joining us for this episode is Mark Flores Martin (CEO of XGENIA) and Adam Davis (CRO of XGENIA). Oh, and XGENIA develops AI-powered tools to create and deploy AI-generated online slot games and personalized gaming experiences for the iGaming industry.   In a nutshell:   * Currently in gambling, AI is used for entertainment-side story-building and video creation, and for taking over certain boring tasks like slot mathematics.    * The guests and hosts talk about using AI ethically in the gambling industry.    * AI will potentially revolutionize the gambling industry by enabling faster, more efficient game development and distribution.    * What will be some of the practical implications of AI, including its role in entertainment and compliance?    * Jon once again successfully and seamlessly sneaks the word “cromulent” into the conversation.    Choice quotes:   * Mark Flores Martin: “One of my favorite sayings about Ai is: the moment we invent an AI that is smarter than us, it’ll be the last thing we invent.”   * Mark Flores Martin: “One of the current key issues for AI is that when people aren’t educated in prompt writing and how to write effective prompts.”   * Fintan Costello: “Technology should work for me, not the other way around—that’s my view on all technology.”    * Jon Bruford: “If I'm walking up a big hill, I break it down into groups of four steps. I pull my hat low so that I can see four steps in front of me. Before I know it, I’m in the rhythm.”   * Jon’s ex-girlfriend: “Life's a cow. Then you realize you have a milk allergy.”   Thanks to Mark and Adam for being on the show!    Visit XGENIA: https://www.xgenia.ai/    Mark Flores Martin, CEO of XGENIA: https://www.linkedin.com/in/markfm/    Adam Davis, CRO of XGENIA: https://www.linkedin.com/in/adamodavis/    This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.   The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.   Website: https://www.thegamblingfiles.com/   Subscribe on Apple Podcasts: https://apple.co/3A57jkR   Subscribe on Spotify: https://spoti.fi/4cs6ReF    Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast    Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/    Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/    Follow the podcast on LinkedIn: https://www.linkedin.com/company/the-gambling-files-podcast/    Sponsorship enquiries: https://www.thegamblingfiles.com/contact/    Get our newsletter: https://thegamblingfilestldr.substack.com/   This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

Just when Jon and Fintan thought they had run out of brilliant yet awkward banter, Optimove and Clarion Gaming swooped in and saved the day! Faster than a speeding bullet, more reliable than a Wi-Fi connection, they’re the hero sponsors we all need!    Rosalind Wade is today’s guest. Roz is the CEO of Winna Media, which creates small, intimate, bespoke events that promote relationship building and networking (as compared to ginormous expos that often fail at actually building meaningful relationships between people).   In a nutshell:   * After talking about dehydrating beef in air fryers, various humorous anecdotes about using knives and spoons in various contexts, and a Simpsons joke, Jon and Fintan get down to business by discussing two epic war films: "The Longest Day" (1962) and "A Bridge Too Far" (1977).    * When their guest comes on, Roz provides details on Thailand's decision to legalize casinos, the potential revenue it could bring to the tourism industry, and the goal of addressing the issue of illegal gambling.   * The upcoming Thai Entertainment Complex Summit, which is being held in December, in Bangkok, Thailand. You can register via: https://winnamedia.com/thai-entertainment-complex-summit/    * Roz discusses the Philippine Offshore Gaming Operators (POGO) situation in the Philippines, including the potential inquiry into the links between POGOs, drugs, and extrajudicial killings.   * The political and regulatory landscape in the Philippines, including the recent scandals and investigations.   * The potential for other Asian countries might follow similar regulatory changes, such as Cambodia's shutdown of gambling establishments.   Choice quotes:   * Rosalind Wade: “[Thailand] had a sort of lesson in international entertainment when Taylor Swift was recently in Singapore. And I think Thailand is now very determined to step up onto the global entertainment stage.” (Editor’s note: Singapore provided Taylor Swift a financial incentive to make the country the only stop in south-east Asia on her world tour.)   * Jon Bruford: “Malta is still a very popular tourist destination, but tourism tends to be a seasonal thing, whereas Malta has high gaming revenue all year round. And I'm pretty sure I know which one the Maltese government prefers.”     * Rosalind Wade: “The Philippines is very resilient. Also, in terms of revenue, PAGCOR is actually the second biggest provider to the government tax coffers.” (Editor’s note: PAGCOR stands for the Philippine Amusement and Gaming Corporation.)   Thanks to Rosalind Wade for being on the show!    Connect with Roz: https://www.linkedin.com/in/rosalind-wade-6376684/    Register for Roz’s Thai Entertainment Complex Summit in Bangkok: https://winnamedia.com/thai-entertainment-complex-summit/    This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s astonishing.   The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.   Website: https://www.thegamblingfiles.com/   Subscribe on Apple Podcasts: https://apple.co/3A57jkR   Subscribe on Spotify: https://spoti.fi/4cs6ReF    Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast    Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/    Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/    Follow the podcast on LinkedIn: https://www.linkedin.com/company/the-gambling-files-podcast/    Sponsorship enquiries: https://www.thegamblingfiles.com/contact/    Get our newsletter: https://thegamblingfilestldr.substack.com/   This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

Three cheers to the peeps at Optimove and Clarion Gaming for helping The Gambling Files Podcast share our wisdom directly into your earbuds or onto your screens.    Today’s guest is Malcolm Wilkinson, the founder of We The Bookie, a socially responsible bookmaker. You might ask: How responsible are they? Well, at the end of each month, We The Bookie returns 50% of all gross revenue back to customers.    In a nutshell:   * Jon learns that he’s got an avoidant attachment type of personality (whatever that is).    * How Clayton Christensen’s book, The Innovator's Dilemma, relates to the gambling industry and today’s guest’s business, We The Bookie.    * Launching We The Bookie in Ireland, with the intention of launching in a country that has an established betting market, including Paddy Power, the Irish gambling behemoth.    * Malcolm explains how incumbent bookmakers may struggle to switch to a new model due to their cost structure and affiliate agreements.   * The challenges of raising funds for a startup in the gaming industry.   Choice quotes:   * Malcolm Wilkinson: “At the end of each month, We The Bookie gives half of the accumulated gross gaming revenue (GGR) back to our losing customers in direct proportion to their loss that month.”    * Malcolm Wilkinson: “There's nothing really to stop a new company coming in and doing what We The Booking is doing. But incumbents would have a really hard time switching into this model because they weren't designed that way.”    * Fintan Costello: “With punters, there's a point where odds aren't the most important thing. Convenience, service, and things like that can actually be way more important.”    * Jon Bruford: “I'm generally optimistic. Otherwise, why would I get out of bed? But I do set the bar quite low.”   * Fintan said to Jon, “I wouldn't call you emotionally distant or unavailable.” And Jon replied, “I don't care.”    Thanks to Malcolm Wilkinson for being on the show!    This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s astonishing.   The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.   Website: https://www.thegamblingfiles.com/   Get our newsletter: https://thegamblingfilestldr.substack.com/   Subscribe on Apple Podcasts: https://spoti.fi/4cs6ReF    Subscribe on Spotify: https://spoti.fi/4cs6ReF    Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast    Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/    Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/    Sponsorship enquiries: https://www.thegamblingfiles.com/contact/    This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

Behind the scenes with gambling, what happened with the 2024 UEFA European Football Championship and England’s loss to Spain?   One of our wonderful sponsors—Optimove—provided us with this episode’s guest. But that doesn’t mean that we’re any less grateful to Clarion Gaming for also helping us bring you The Gambling Files Podcast.    Optimove’s Jonathan Collins joins Fintan in the Gambling Files studio today. Our guest is a Strategic Services Team Leader at Optimove, a leading customer relationship management (CRM) and marketing automation platform that we unabashedly recommend to everyone, but especially you.    (Co-host Jon Bruford missed this episode, but he’ll be back, don’t worry!)    This episode in a nutshell:   * Yes, England’s heart is broken. Yes, Gareth Southgate, England’s manager, has stepped down. But what happened behind the scenes at Euro 2024 with gambling?    * Query trends for big football tournaments are generally predictable   * Sports betting trends during the tournament, including deposits and bet amounts, and how the Italians generally don't like to bet on non-Italian teams at tournaments.    * The popularity of weird Olympic sports like kayaking and canoeing.   * NFL betting trends.    * HBO's Hard Knocks series and Netflix's Receiver documentary, and how they link with the NFL's popularity in America.   * How there is no clear second sport in America, with multiple sports having significant betting activity, including baseball, basketball, and soccer.   * There is some movement in women's basketball betting, driven by personalities like Caitlin Clark.   * The shift towards mobile-first betting platforms.    Choice quotes by our guest:   * “We just saw a huge upswell of interest on the final [of Euro 2024]. For example, in Italy, there were 20% more betters on the final than any other day.”   * “Excluding England, we saw a decrease in terms of the average deposit amount and the number of depositors through the [2023 Euro] tournament after group stage games.”    Choice quotes by Fintan:    * “Bookies who aren’t official sponsors of the Olympics aren’t allowed to say the word ‘Olympics’ [in marketing and advertisements]. They’ve got to talk about, for instance, sport in Paris. So it’s tricky from a marketing perspective.”    * “I always like to call the start of the NFL season, the start of gambling season. Everyone’s fired up. They're salivating. The numbers go up. Everything just gets more gambling—I just invented that word.”    * “I was joking with a friend that I'm going to be watching the Olympics, sitting on my sofa, eating chocolate, and critiquing somebody's gymnastics routine.”    Thanks to Jon Collins for being on the show!    This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s remarkable.   The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.   Website: https://www.thegamblingfiles.com/   Get our newsletter: https://thegamblingfilestldr.substack.com/   Subscribe on Apple Podcasts: https://apple.co/3A57jkR    Subscribe on Spotify: https://spoti.fi/4cs6ReF    Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast    Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/    Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/    Follow the podcast on LinkedIn: https://www.linkedin.com/company/the-gambling-files-podcast/    Sponsorship enquiries: https://www.thegamblingfiles.com/contact/  This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

Have you clicked on our sponsors yet? Don’t do it. Optimove is here, and Clarion Gaming is here. Whatever you do, don’t click on ’em, thanks. (Please let us know if our reverse psychology worked on you ... or didn’t!)    The UK’s Gambling Commission recently released some statistics on the prevalence of problem and at-risk gambling. What do these stats mean? And how are these stats different from the results of previous studies?    Returning to the show to discuss these messy numbers is Melanie Ellis, numbers whiz and gambling regulatory lawyer for Northridge Law.    In a nutshell:   * Melanie shares insights on UK gambling industry's "sh!tty mess" of statistics and implications for casino operators.   * The Gambling Commission has switched from a phone survey to an online survey to measure problem gambling rates, with the new methodology yielding a rate of 2.5%.   * The Commission has cautioned against comparing the new rate with previous figures, citing risks of inaccuracy.   * The Gambling Commission's survey methodology is flawed and not representative of the gambling industry.   * Melanie expresses caution about new survey results, suggesting they may not accurately represent problem gambling rates.   * Problem gambling is a significant issue and needs actionable insights rather than perfect surveys.   * Will policymakers take action based on these survey results?    * The gambling industry and the tobacco industry both cause harm and should both be restricted.   Choice quotes:   * “I think the NHS survey gives us a more representative result [on problem gamblers in the UK]. Whereas the Gambling Commission's survey has some self-selection bias, which is an issue.” — Melanie Ellis.   * “I think that policymakers will take the [Gambling Commission's] survey results with a grain of salt.” — Melanie Ellis.   * “The UK Gambling Commission is damned if they do and damned if they don’t. Whenever they release a survey, people always complain that they got it wrong and that it’s flawed.” — Fintan Costello.   * “One of the issues that both the UK Government and the Gambling Commission have had is that, because of bureaucracy, it takes so long for things to happen [to address problem gambling].”  — Jon Bruford.     * “[The facial recognition tech on my phone] doesn't recognize me if I'm smiling. That tells you about my life, doesn't it?” — Jon Bruford   Thanks to Melanie Ellis for being on the show!    Connect with Melanie on LinkedIn: https://www.linkedin.com/in/melanie-ellis/   This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s outstanding.   The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.   Website: https://www.thegamblingfiles.com/   Get our newsletter: https://thegamblingfilestldr.substack.com/   Subscribe on Apple Podcasts: https://apple.co/3A57jkR   Subscribe on Spotify: https://spoti.fi/4cs6ReF    Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast    Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/    Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/    The podcast on LinkedIn: https://www.linkedin.com/company/the-gambling-files-podcast/    Sponsorship enquiries: https://www.thegamblingfiles.com/contact/    Chapters in this episode:    8:45 UK casino industry, slot machines, and the upcoming ICE Barcelona 2015 event.  15:17 Gambling industry statistics and technology.  22:40 Gambling statistics and methodology changes.  32:07 Gambling survey potential biases.  36:47 Problem gambling rates.  41:24 Gambling harm.  53:10 Gambling industry's short-term focus.  58:36 Gambling industry regulation.  This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

Thanks to our awesome sponsors Optimove and Clarion Gaming for helping us bring The Gambling Files Podcast to you.    In this episode, Jon, Fintan, and their guest Björn Nilsson explore options for companies that have no operations or legal footprint in particular regions of the world, yet can still earn revenue related to traffic exchanges between brands in different markets.   With over 20 years in the online gaming industry, Björn is the CEO of FTDx, a platform that converts visits from regions outside your business scope into revenue.   In a nutshell: * Björn’s background and involvement in currency trading and gambling ventures, including smaller casinos and poker sites.  * The challenges of normalizing data and using AI tools.  * Björn's work at Triggy, a hub for development for the interactive betting industry.  * What is Grace Jones' song "Pull Up to the Bumper" actually about?!  * Björn's difficulty in getting clients onboarded to FTDx, a company that wants to help businesses earn revenue from regions of the world that are outside their normal operations.  * Watching “Cobra Kai”!  * FTDx’s technology and solutions that address unutilized traffic from non-legal jurisdictions.  * Potential benefits of sending traffic to competitors and learning from their data.  * The practical aspect of traffic exchange and revenue generation.    Choice banter #1 between your hosts: Jon started saying, “There was a documentary on Fox where a simple, working-class family in America got their hands on an autodialer. Somebody—” At that point Fintan interrupted and said, “That was an episode of The Simpsons.”    Choice banter #2 between your hosts: “All songs are about sex,” Fintan said. “No, some songs are about sex and money,” Jon said.    Choice quotes by our guest:   * “If you send traffic to 4 or 5 different brands [that aren't in your market], and one of them converts much better than the others, then you can dig down into why it converts much better.” — Björn Nilsson.  * “We've done a proof of concept [of FTDx] in Finland and Brazil, and we converted about 2% of all the visitors. That was much higher than expected. I expected it to be sub 1% or around 1%.” — Björn Nilsson.   Thanks to Björn Nilsson for being on the show!    Unlocking new revenue streams with FTDx: https://www.ftdx.io/    Connect with Björn on LinkedIn: https://www.linkedin.com/in/bj%C3%B6rn-nilsson-2a98789/    This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.   The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.   Website: https://www.thegamblingfiles.com/ Get our newsletter: https://thegamblingfilestldr.substack.com/ Subscribe on Apple Podcasts: https://spoti.fi/4cs6ReF  Subscribe on Spotify: https://spoti.fi/4cs6ReF  Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast  Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/  Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/    Sponsorship enquiries: https://www.thegamblingfiles.com/contact/    This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

Thanks to our awesome sponsors Optimove and Clarion Gaming for helping us bring The Gambling Files Podcast to you.    In this episode, we chat about important stuff, like Dutch clogs, James Bond, secret super yachts, and knitting. Occasionally, we even talk about gambling. Oh, and we’ve also got two guests on today’s show—Paul Sculpher and Harry Lang.    Paul is a consultant who works on existing and proposed casino projects all around the world.    Harry is a marketing guru who transforms digital B2C, D2C, and B2B brands.    In a nutshell:    * Discussion on layoffs in the gambling industry's marketing sector and their revenue impact.   * Challenges of short CMO tenures and job changes, with advice for job interviews.   * The rise of so-called fractional CMOs and consultancy roles.   * Discussion on ageism in marketing and the need for older professionals to stay updated.   * Lessons for the gambling industry in influencer marketing and in-app advertising.   * Miss Shilling's orifice   * Paul's roles at Gaming Recruitment Solutions (GRS)    * Harry's positive approach to unemployment.   Choice quotes:   “In offline gaming, there's something yet to be achieved, from the influencer side of things. Somewhere, there's a way of making it work, but  no one's found it yet.” — Paul Sculpher.     “With sports betting apps and casino apps, there's a huge opportunity for advertising within those kinds of apps.” — Harry Lang.     “For a marketing leader, you're never the expert. Your team are the experts. You know the benefits, opportunities, costs, and KPIs. But the people [on your team who] execute it are the subject-matter experts.” — Harry Lang.    “I read David Ogilvy’s book [Ogilvy On Advertising], and he was doing A/B testing with print catalogs. And I'm like, there's nothing new here. I can just do it faster.” — Fintan Costello.    This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.   Thanks to our guests for being on our show!    Paul Sculpher on LinkedIn: https://www.linkedin.com/in/paul-sculpher-4054436/    Paul’s website: https://www.paulsculpher.com/    Gaming Recruitment Solutions (GRS; where Paul works): https://www.grs-recruit.com/    Harry Lang on LinkedIn: https://www.linkedin.com/in/mrharrylang/    Harry’s website: https://www.marketingbook.co.uk/    Get Harry Lang’s book, Brands, Bandwagons & Bullshit: How marketing, advertising, media and PR work - the essential guide for career planning and professional understanding.    Amazon UK: https://amzn.to/4cD3q52    Amazon US: https://amzn.to/3S6yDoU    The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.   Website: https://www.thegamblingfiles.com/   Get our newsletter: https://thegamblingfilestldr.substack.com/   Subscribe on Apple Podcasts: https://spoti.fi/4cs6ReF    Subscribe on Spotify: https://spoti.fi/4cs6ReF    Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast     Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/    Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/    Sponsorship enquiries: https://www.thegamblingfiles.com/contact/    This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

Thanks to our awesome sponsors Optimove and Clarion Gaming for helping us bring The Gambling Files Podcast to you.    This episode opens with tales of accidentally sending very personal messages to colleagues. Oops.    That silliness out of the way, Jon and Fintan get into the heart of the episode—a chat with Christina Cook, a compulsive gambling addict who is living in recovery and is three years gambling-free.   In a nutshell:   * Christina shares her personal story of being a gambling addict in recovery, starting with occasional visits to a nearby casino, which later became a coping mechanism during a mentally and verbally abusive relationship.   * She criticizes the gambling industry's response to the harm caused by creating a Responsible Gambling Council and discusses the Gambling Recovery Investment Treatment Act (aka the GRIT Act).    * Christina started the Broke Girls Society podcast to share her story, which received positive feedback from women worldwide.   * There’s a stigma surrounding gambling addiction for women that still needs to be addressed.    * There’s a need for more resources for addressing gambling harm.   Choice quotes:   “Gambling became a coping mechanism for me.” — Christina Cook.   “I decided I'm going to have to fight for myself.” — Christina Cook.    “Domestic abuse is one of the primary drivers for women developing gambling issues, which makes perfect sense [when you think about it], but people don't necessarily join those dots.” — Jon Bruford.    “How did something [gambling] that was supposed to be fun and entertaining become so harmful? For me, the addiction was a symptom of my internal issues.” — Christina Cook.    “Gambling addiction is a comorbidity. It's a symptom of another ill.” — Jon Bruford.    “Gambling needs more safety rails.” — Fintan Costello.   Thanks to Christina Cook for being on the show!    Listen to Christina’s podcast, The Broke Girl Society: https://thebrokegirlsociety.com/    Watch Christina’s show on YouTube, The Bet Free Life with Brian and Christina: https://www.youtube.com/@thebetfreelife/    This podcast is presented by Optimove, the gaming industry's CRM of choice. Don’t believe us? It’s used by a whopping 56% of the EGR Power50 to personalize player experiences. Visit Optimove for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.   The Gambling Files podcast delves into the business side of the betting world. Each week, join Jon Bruford and Fintan Costello as they discuss current hot topics with world-leading gambling experts.   Website: https://www.thegamblingfiles.com/   Get our newsletter: https://thegamblingfilestldr.substack.com/   Subscribe on Apple Podcasts: https://spoti.fi/4cs6ReF    Subscribe on Spotify: https://spoti.fi/4cs6ReF    Subscribe on YouTube: https://www.youtube.com/@TheGamblingFilesPodcast    Fintan Costello on LinkedIn: https://www.linkedin.com/in/fintancostello/    Jon Bruford on LinkedIn: https://www.linkedin.com/in/jon-bruford-84346636/    Sponsorship enquiries: https://www.thegamblingfiles.com/contact/    This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

We bring The Gambling Files Podcast to you thanks to our tremendous sponsors Optimove and Clarion Gaming. As we gear up for the complete sexification of the podcast (next week!), we thought we would do a news roundup episode because there was quite a lot of interesting news going on. Unsurprisingly, Fintan and Jon disagree about it. Oh well. Anyway, discussion in the episode includes Jon’s birthday cake, a national ad framework for sports betting advertising in Canada, a pub closing in Vegas, The Mirage closure, jackpot mechanics, whether properties closing should affect room rates, and the business acumen of Tony Hawk and Michael Jordan. Oh, and the importance of investing in new content in the gambling industry. In a nutshell: Cake – exciting!They discuss the potential nationalization of sports betting advertising in Canada and the opposing views on the matter.The closure of a British pub in Vegas with cultural significance is mentioned, along with the story of how Brandon Flowers of The Killers wrote 'Mr. Brightside' after witnessing infidelity at the pub.The hosts mention their podcast sponsors and joke about potential sponsorship opportunities for themselves.The Mirage resort in Las Vegas is closing, leading to speculation about the impact on room rates in the city.The mechanics of hitting jackpots in casinos depend on the type of jackpot and can vary.The appointment of a new gambling minister in the UK and the response of the betting and gaming council.The SBC Summit in Lisbon is investing in content by inviting Tony Hawk as a keynote speaker. This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

We bring The Gambling Files Podcast to you thanks to our kind, generous and loving sponsors Optimove and Clarion Gaming. We kick off with Jon and Fintan joined by Naomi Barton, portfolio director at Clarion Gaming. They discuss the upcoming iGB Live! event in Amsterdam and the plans for the event in London in 2025. They also talk about the importance of face-to-face networking in the iGaming industry and the various activities and parties that will be taking place at the event. The conversation also touches on running as a way to balance a busy life and the anticipation of Jon's upcoming school reunion. IGB Live is the biggest event in the iGaming industry and is expected to be even bigger this year with a 30-40% increase in pre-registrations. The event will feature new areas such as the Launch Pad for tech startups and the Sustainable Gambling Zone to support operators earlier in the player journey [0:00 – 27:53]. "Regulate the product, not the player." Then we’re joined by the eminent Sarah Ramanauskas, of the Game Safety Institute, who has had even more brilliant ideas about how we can change our approach as operators and suppliers to ingrain a more effective and relatively invisible level of RG and player protection. The conversation revolves around the idea of incorporating safety features into gambling games to promote responsible gambling. We discuss the concept of providing players with more information and warnings within the game itself, rather than relying on external responsible gambling measures. They suggest incorporating features like health bars, bet limits, and prompts to help players make better decisions. The conversation also touches on the challenges of implementing these features in the gambling industry and the need for long-term thinking and player-centric design. The conversation covers various topics including the appeal of jackpots in slot games, the need for clearer explanations of jackpot odds, the role of regulators in product safety, the potential of psychedelic substances for mental health treatment, and the value of a broad education. In a nutshell: Incorporating safety features into gambling games can promote responsible gambling.Providing players with more information and warnings within the game itself can help them make better decisions.Features like health bars, bet limits, and prompts can be incorporated into games to enhance player safety.The gambling industry should prioritize long-term thinking and player-centric design.Implementing these features may face challenges due to short-term financial considerations and the need for industry-wide adoption. Clear explanations of jackpot odds can help slot players make more informed decisions.Regulators should focus on regulating the product rather than the player.Psychedelic substances like mushrooms and ketamine show promise in treating mental health issues.A broad education that includes the humanities can provide valuable skills for any career.   Choice quotes: "Why don't we try something different? Like actually put stuff in the product to make the product safer – rather than saying put your seatbelt on, why don't we just build airbags?" "Incorporating more things into the actual play model makes far more sense than just doing your regulatory stipulation, meeting your license requirements and putting the onus on the player." "Regulate the product, not the player."   This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

We bring The Gambling Files Podcast to you with the benevolence of our virile sponsors Optimove and Clarion Gaming. No intro this episode, so no need to press that 'skip' button! We dive straight into the action with this special episode. We have joined forces with one of our beautiful sponsors Optimove to talk stats, the Euros, and what operators can do during this crazy summer of sport. And we’re not even doing it because they’re sponsors, but because IT’S INTERESTING. I know, right! Jon Collins, Optimove’s strategic services team leader, discusses the betting patterns and trends during the Euro 2024 tournament. We talk about the rise of underdog teams like Austria and the potential marketing opportunities around them, the betting behaviour of fans supporting national teams and the strategies operators can use to maximize engagement and revenue. The conversation touches on topics such as player numbers, gamification, retention, and the unpredictability of the tournament. In a nutshell: Underdog teams like Austria can create marketing opportunities and attract bettorsFans tend to bet more on their national teams during major tournamentsGamification and promotions can help retain and engage bettorsOperators should focus on mobile and live betting offeringsThe start of the domestic football season can be a challenge for retention Choice quotes: "Austria has scored more goals than England and France combined.""Austria is playing some of the best football at the tournament.""40% of bets were made before the tournament, the rest were live in-match." This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

As ever we begin by thanking our benevolent sponsors, who are not only more handsome than their competitors, they also spend more time with elderly relatives, and petting animals. We are talking about the legendary Optimove and Clarion Gaming, and their loveliness and fluffiness is what makes podcasts like ours possible. Oh, and of course iGB Live! is right on the doorstep. Get on it! This episode, we have Fintan and Jon talking a bit before the guests arrive [0:00 – 24:27], then they’re joined by the excellent Angel Espino and Colin Feindt from Casino Gaming Development (CGD). The chaps discuss the process of developing new table games for the casino industry, the importance of clear communication and quick training on new games for both players and dealers. They also talk about the role of mathematics in game development and the need for games to hit certain key performance indicators (KPIs) to be successful in casinos. The conversation touches on the challenges of monetizing new game ideas and the potential for adjusting pay tables based on different market conditions. They also mention their success in winning the Best Game of the Year award at the Table Game Protection event. Casino Gaming Development has created a new game called Three Shot Poker, which combines elements of different games to create a unique and exciting experience. The game involves players trying to make three independent three-card poker hands using their two hole cards and three community cards. The game has been well-received and is currently being trialed in several properties, including the Flamingo and Harrah’s properties in Las Vegas. The company is also planning to launch the game online, as well as explore opportunities in the Asian and cruise ship markets. The game's simplicity, high hit frequency, and potential for longer player engagement make it a promising addition to the casino industry [24:28 – 1:34:58]. In the shell of a nut: Clear communication and quick training are crucial for the success of new table games in casinos.Mathematics plays a significant role in game development, and games must hit certain KPIs to be successful.Adjusting pay tables based on market conditions can be beneficial, but frequent changes can lead to confusion and mistakes.Developers should build relationships with dealers and involve them in the game development process.Winning awards and receiving positive feedback from industry professionals can boost the reputation and success of a game.  Choice quotes: "Dealers are the deal breakers when it comes to a game." "If a dealer can't communicate how to play a game in about 30 seconds or less, they're on to the next." "The math has to dictate everything because we could have a great idea, but if the math doesn't work, it's not a viable game." "Our first game we just signed with Oddsworks and we're about to launch; we're in the final phases of launching Three Shot Poker, we think this is our strongest game so far."   This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

Special thanks as always to the two Euro 2024 finalists, Optimove and Clarion Gaming. It’s fair to say that no matter what the outcome, football is the only true winner today. We kick off with Fintan and Jon doing that thing they do [0:00 – 10:48], then we’re joined by two guests: Herd Capital’s Jason Ziernicki and Kyle Scott, to talk turkey. Well, affiliates. And other stuff. The conversation covers the recent changes in Google's newspaper partnerships and the impact on media publishers and affiliates in the gambling industry, the impact of Google and SEO on affiliates and gambling operators, the challenges faced by traditional newspapers and the rise of sports blogs. The conversation also delves into the future of search and the potential fragmentation of Google's dominance. We get into the role of influencers in the gambling industry, highlighting the value they bring in driving top-of-funnel awareness and building brand loyalty. The conversation concludes with advice for college students starting an affiliate business, emphasizing the importance of building an audience on platforms like TikTok and Instagram and leveraging first-party data through newsletters and messaging platforms. The conversation explores the evolution of platforms and the role of influencers in capturing niche audiences. It discusses how platforms like TikTok and Facebook have expanded beyond their initial target demographics and how influencers can leverage algorithms to reach specific niche markets. The conversation also touches on the potential of Twitter as a platform for live content and affiliate marketing. Our esteemed guests share their experiences with investments and their plans for Herd Capital, a business focused on sports media, sports gambling, and affiliate marketing.  In a nutshell: Jason and Kyle share their backgrounds in the gambling industry and their experiences as partners of Herd Capital.The conversation highlights the need for media companies to adapt and invest in their own content creation to maintain visibility in search results. Google's dominance in search and SEO has a significant impact on affiliates and gambling operators.Sports blogs and influencers play a crucial role in driving top-of-funnel awareness and building brand loyalty in the gambling industry.The future of search is uncertain, and there is a potential for the fragmentation of Google's dominance.College students starting an affiliate business should focus on building an audience on platforms like TikTok and Instagram and leverage first-party data through newsletters and messaging platforms.Twitter has the potential to become a platform for live content and affiliate marketing.The top of the funnel for casinos is more fragmented compared to sports, making it challenging to capture and retain audiences.The importance of having opinions and being brave enough to express them, even if they are occasionally wrong.   This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

Special thanks as always to our two top of the league sponsors, Optimove and Clarion Gaming. Both utter legends and, funnily enough – total coincidence, too – Optimove’s CEO and founder is on this episode! First up there is a short intro, in which both Jon and Fintan completely lose it because of some inappropriate comments [0:00 – 6:05]. And they’re comments for which Fintan certainly apologises. Then we meet Pini Yakuel, of Optimove CEO fame. Our conversation covers a wide range of topics, including the OptiMove Connect event, the concept of the positionless marketer, the impact of AI and no-code solutions, and the evolution of skills in sports and marketing. The discussion also delves into the benefits of a positionless approach and the challenges faced by traditional marketing departments, the democratization of decision-making, the art of boxing, and hunger for success. We also discuss the challenges of maintaining hunger and motivation after achieving success. I say ‘we’, but Jon can clearly not contribute to that discussion [6:06 – 1:06:26].   In a nutshell: The concept of the positionless marketer is a key focus, emphasizing the impact of AI and no-code solutions on marketing roles and processes.The conversation explores the evolution of skills in sports and marketing, highlighting the benefits of a positionless approach and the challenges faced by traditional marketing departments.The conversation provides insights into the changing landscape of marketing, the role of technology, and the potential for greater efficiency and innovation in marketing processes. The impact of self-service capabilities on democratization and decision-makingThe challenges of maintaining hunger and motivation after achieving successThe impact of democratization on growth and scale in organizations   Choice quotes: "The game of basketball has become positionless, emphasizing versatility of play and velocity, which wasn't the case in the past." "The future of marketing is positionless, steering towards greater efficiency and innovation, leveraging AI and no-code solutions." "Good communication solves most problems." "I'm still waiting for mine."   This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

Fintan and Jon take to the stage in Amsterdam to interview Frank Kastelijns of Circus.nl, an online and land-based operator, to discuss the doom and gloom surrounding the country's industry following several knee-jerk decisions from those in power. Frank doesn't hold back… And this is our first-ever live performance with the podcast, so it was interesting.  Feedback always appreciated. Enjoy the episode.

"We're making licenses and regulations worthless." So says Washington Post journalist Gus Garcia-Roberts. And you know what, he may have a point. In conversation with Jon, Gus delves into the scandal involving baseball player Shohei Otani, his interpreter, and a bookie named Matt Boyer. The conversation explores the role of casinos in money laundering and the lack of regulation and enforcement in the gambling industry. They also touch on the cultural impact of sports betting and the interconnectedness of the legal and illegal gambling sectors. The conversation explores the changing landscape of sports fandom and the impact of sports betting. It discusses the broadening desire for content related to sports betting and the integration of gambling into sports culture. The conversation also touches on the challenges of regulating sports betting and the need for education and responsible gambling practices. The power dynamics between sports leagues, casinos, and tribes are examined, highlighting the influence of money and the complexities of the industry.  In a nutshell: The journalism industry has undergone significant changes, with many news organizations struggling and smaller newspapers dying off.Casinos have a responsibility to monitor their customers and prevent money laundering, but there are concerns about their complicity in illegal activities.The rise of sports betting has led to cultural changes and increased interest in sports among the general public.There is a need for stronger regulation and enforcement in the gambling industry to prevent illegal activities and protect consumers.The legal and illegal gambling sectors are interconnected, raising questions about the integrity of the industry as a whole. The rise of sports betting has broadened the desire for sports-related content.Sports fandom has changed, with fans now engaging in betting and considering odds.The integration of gambling into sports culture raises integrity and addiction concerns.Regulating sports betting requires educating players and establishing responsible gambling practices.Power dynamics between sports leagues, casinos, and tribes impact the industry.The conversation concludes with a lighthearted discussion about personal appearances.   Choice quotes: "How complicit were the casinos in money laundering?" "We've all become little bookies." "The mistake that they made was going in swinging their dicks." "The tribes gave those tribes a common enemy."

We don’t know which is Cagney and which is Lacey, but we know that in the hands of top crime-fighting duo Optimove and Clarion Gaming, the city of Gaming is in the safest possible hands. Oh, and they are our eminent sponsors, and we love them bigly. Note: neither entity fights crime. One has industry-leading CRM software, the other organises industry-leading gambling events. But we believe they could fight crime, if they chose to. Apologies for the delay in a new episode, all Jon’s fault. He’s old, so he is breaking earlier than Fintan. We are joined by the magnificently-named Max Tesla, CEO and co-founder of Blask.com, a new B2B gaming analytics platform. Blask provides a one-stop shop for operators looking to launch brands in new countries by offering insights into the total available market, competitive landscape, and trends driving the market. The platform uses the BLASK index, which measures the share of search for individual brands within a country, to track user interest and online visibility. Blask also utilizes AI and deep learning models to predict brand performance and emerging trends, as well as automate the discovery of new brands and games in the iGaming industry. Max says the platform can predict similarities in game providers and time series data, allowing users to compare brands and identify trends. It also offers sports data analysis, helping marketers understand the impact, importance, and interest of specific sports events. Useful info links from Blask so you can check it out: https://blask.com/blog/  https://blask.com/faq/blask-index/ https://blask.com/blog/share-of-search-a-new-metric-for-understanding-market-volume/   In a nutshell: Blask is a B2B gaming analytics platform that provides insights into the total available market, competitive landscape, and trends driving the market for operators looking to launch their brands in new countries.The BLASK index measures the share of search for individual brands within a country, reflecting online visibility and customer interest.Blask utilizes AI and deep learning models to predict brand performance and emerging trends, as well as automate the discovery of new brands and games in the iGaming industry.The platform collects data from multiple sources, including Google APIs, to provide accurate and up-to-date information for decision-making.Blask's goal is to scale up to tracking 50 countries by midsummer and 100 countries by the end of the year, with plans to expand to the US market in the future.The platform can predict similarities in game providers and time series data, allowing users to compare brands and identify trends.Blask offers sports data analysis, helping marketers understand the impact, importance, and interest of specific sports events.   This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

We don’t know which is Starsky and which is Hutch, to be honest, but our glorious sponsors Optimove and Clarion Gaming are the crime-fighting duo we would all like to be when we grow up. After a brief introduction with Jon and Fintan [0:00 – 9:44], they’re joined by a genuine superstar guest: former PaddyPower Head of Mischief Ken Robertson (now founder and CEO of The Tenth Man), who regales the pair with tales of derring-do and madness from a time of huge creativity and (relative) freedom in gambling marketing. This is genuinely one of our favourite episodes ever, give it a listen and see if you disagree. We discuss the creative and innovative marketing strategies employed by Paddy Power, including controversial campaigns and memorable stunts, such as parachuting a jockey into a racecourse and the North Korean ‘basketball diplomacy’. They also touch on the importance of having a founder-mandated North Star and the ability to push boundaries while staying true to the brand's values. Ken discusses the power of generating controversy in marketing, his decision to leave Paddy Power and start his own thriving agency, The Tenth Man. Ken shares some of the successful marketing stunts he has worked on, including the promotion of the film 'Kneecap' at Sundance. He also mentions the expansion of The 10th Man to London and their plans for future growth. [9:45 – 1:13:34] In a nutshell: Paddy Power's marketing success was driven by a combination of creativity, risk-taking, and a willingness to challenge the status quo. Generating controversy can be a powerful marketing strategy, but it must be carefully executed to avoid negative backlash.Paddy Power is known for its creative and innovative marketing strategies, often pushing boundaries and courting controversy.Paddy Power's campaigns aimed to provoke and generate earned media coverage, keeping the brand top of mind.Success was measured by the number of complaints received and the level of earned media coverage generated.The company's campaigns often tackled social issues, such as homophobia in football, and aimed to make a positive impact.The concept of the 10th man, or having a contrarian voice, can help avoid groupthink and lead to more innovative ideas.Successful marketing stunts can generate significant publicity and attention for brands and projects. Choice quotes: "What I'm thinking is kind of, shove a horse out of an airplane with a parachute and we land the horse in the middle of Aintree." "…it remains the most complained about ad in British advertising history, by a multiple of three. And that was due to its headline, Money Back If He Walks." "…the ad was purely a vehicle to promote the fact that, you know, we were betting on a guilty or not guilty verdict."   This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.

The Dom Toretto and Brian O’Conner of this podcast are our glorious sponsors Optimove and Clarion Gaming. We won’t ruin your work by introducing The Rock (or even Jason Statham. Don’t get me started on Momoa) any time soon, we promise! After a brief introduction [0:00 – 10:47], Fintan and Jon are joined by journalist David Danzis to talk about his specialism, Atlantic City. David recently wrote a column explaining what needs to be done to save AC in the face of NY casinos and more; you can read that here: https://www.playnj.com/news/fixing-atlantic-city-not-difficult-heres-how-to-do-it-today/80035/ David explains how an arcane old law can be utilised today to save the future of the city and its casinos, how a simple reallocation of police resources could have a profound impact, and much more. And you know what? It all makes sense [10:48 – 1:12:06]. This podcast is presented by Optimove, which is used by 56% of the EGR Power50 to personalize player experiences. Visit Optimove here for more info, not least because it helps to support independent podcasts like ours. Go on, click it! Find out! It’s awesome.